The most appropriate way is to approach telcos directly....but that's an uphill task unless you have the right connections. The intermediaries are surely a faster way but the you can't be sure if the content would get the right push. Another way to go is the PPL route. They are a no profit organization & would take care of reporting, collections etc. If the content is good, they would give it a requisite push as well.

Hi Kiran...ppl is a body formed by bollywood music companies. Everyone is a part of it leaving out t-series. They collectively sell content to telcos and thus have far better muscle power as compared to individual entities. They also protect ur copyright and take care a reporting and revenue collection from each telco. They would charge u a small managing fee which is too small and is proportional to the content that they sell on ur behalf.